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How to Write a Value Proposition and Why They Are Important For Your Business

Why do you think your customers want to buy something from you?

Today, the business world is more competitive than it has ever been in the past, and from large to small businesses, you need to find a way to make yourself stand out from the crowd. If you can communicate effectively with your customers, you will have an easier time beating the competition, all while developing quality products and services in the process.

If you have an effective value proposition, you can boost your conversion rate, maximize your marketing strategies, and increase your revenue. You need to present the value provided by your company, its products, and its services if you want to get the most out of your marketing activities.

That is why you need to have a strong value proposition example to showcase what you can offer customers. Learn more about the value proposition definition below, and make sure you get the most out of the products and services you have to offer. In this guide, we'll provide some of the best value proposition examples so you can create a strong positioning statement to boost your marketing efforts and attract more leads.

What is a value proposition?

A value proposition is a statement that clearly communicates why your target market can benefit from the product or service you have to offer. What makes your product or service attractive to your target audience? When you put together a value proposition, you need to clearly show what your business does better than any other business on the market. That way, you can show the benefits your products or services add to the lives of your customers, as well as convince businesses to partner with you and employees to work for you. With a strong understanding of the value proposition definition, you can draft one that helps your product or service align with your company’s core values and beliefs.

Value Proposition definition: A company's value proposition highlights the benefits or value their products or services provide their customers.

When you put together a strong value proposition example, there are several criteria that you need to meet. They include:

  • Specificity: Your value proposition has to be specific. If you take a look at the customer journey, what are the specific benefits your customer is going to receive by purchasing your products or service? By being specific, you can create marketing campaigns that highlight what your company offers.
  • Pain-Focused: If you want to build customer relationships, you need to target a pain point. What are some of the problems that your customers have, and how will your product or service benefit their lives? A value proposition makes it easy to collect data and measure analytics to better serve your customers.
  • Exclusivity: What makes your company different from others? Why do you think your target audience should purchase your products and services? What is the competitive advantage that your business has when compared to other businesses in your field? Asking these questions can help you create a value proposition that highlights how your product or service stands out from the competition.

When you put together your customer or employee value proposition, it is important to think about the brand values reflected by your company. If you can find a way to stay on message as you create your own value proposition, you will have an easier time communicating effectively with your target customer. This is not necessarily a catchphrase or brand slogan. It should be a clear statement that can separate your business from the others in your field.

Why should you create a value proposition for your business?

As a business owner, you have countless responsibilities on your plate, which is why you might be wondering why you should spend your time crafting a value proposition. There are several reasons why you should craft a strong value proposition, with benefits including:

Importance of value propositions for businesses
  • Providing a strong foundation: Your value proposition is going to provide a strong foundation for everything that your company does. You need to make sure that your employees are working toward the same goal, and that goal has to be reflected in the products and services that can benefit your target customer. With a strong value proposition, you will have a firm foundation in place for everything else that your company does.
  • Boosting your conversion rate: The next reason why you have to have a strong value proposition is that you can increase your conversion rate with potential customers. You need to maximize your marketing dollars, and having a strong value proposition can help you do that.
  • Standing out from the crowd: The business world is more competitive today than it has ever been in the past. You need to find a way to make your company stand out from the crowd, and having a strong value proposition can help you do that.
  • Targeting quality over quantity: Even though you probably want to make a customer out of everyone, you need to identify quality leads who are genuinely interested in what your company does. Even though a value proposition can help you attract more potential customers, it can also help you attract better ones.
  • Improving teamwork: Finally, a strong value proposition statement can help you improve teamwork within your organization. You need your employees to work together toward one common goal. When there is a value proposition statement in place, your employees will have an easier time understanding how they fit in with the rest of the company

These are a few of the biggest reasons why you need to have a unique value proposition statement within your company. You need to put together a comprehensive value proposition that clearly differentiates your business from the others in your field. This can make a significant difference when you want to turn your leads into paying customers.

How to write a value proposition

If you are wondering how to write a unique value proposition, you need to think carefully about your customer service philosophy. You need to provide the best possible service for your customers and clients, and that should be reflected in your value proposition. There are several steps you should follow to write a great value proposition, which goes as follows:

How to write a value proposition

1. Conduct market research

As you think about how to separate your company from the others in your field, you need to think carefully about how to do market research. You need to take a look at the competition to figure out what is already out there. After all, you need to find a way to convince your target customers to purchase products and services from your business instead of your competitors to drive sales. What do your competitors do, and how can you separate yourself from the crowd? By conducting market research, you can get a better idea of customer behavior and how you can differentiate yourself from the other companies in your industry.

2. Craft a strong headline

Next, you need to craft a strong headline. The best value propositions draw customers in right away. Today, customers have shorter attention spans than they ever did in the past. If you want to convince people to purchase your products and services, you must grab their attention as quickly as possible. Think carefully about the headline you put together, and make sure you grab their attention. You might even want to try out a few headlines on your employees. Collect their feedback, and see what headlines they like. This will make it easier for you to decide which headline to go with to catch the eyes of your target buyer.

3. Understand your customers

You need to think about your target market as well. Who do you think would benefit most from the products and services you have to offer? This refers to gathering your customer's voice. Ideally, you should use the words of your current customers to grab the attention of your future customers. For example, if you were to conduct some research, asking your customers for some feedback on your current products and services, what do you think they would talk about? This is what you should use in your marketing materials as you put together your value proposition. Figure out what your current customers like, highlight it in your value proposition, and use that information to attract future customers.

4. Explain your value

Next, hone in on your brand. Why do you think people should purchase your products and services? What do you stand for? What do you offer that other companies in your industry do not? You need to highlight the value you bring to the table. For example, is your customer service better than the other companies in your industry? Do you have better prices than other companies in your industry? Is there something that sets the quality of your products and services apart from the others in your field? What is the value that you bring to the table?

5. Be specific and clear

If you take a look at a lot of marketing materials shared by other companies, you will probably see a lot of vague statements. If you want your value proposition to make an impact, you need to be specific. Some of the questions you might want to answer include:

  • What is the specific product that you are trying to sell right now?
  • If someone purchases your product, what are the benefits it will bring?
  • Why should a potential customer purchase your product instead of products provided by our competitors?

If you can be as specific as possible, your value proposition will be more effective.

6. Highlight your benefits

Even though it may be tempting to hype up everything that your company does, this is not necessarily going to result in a higher conversion rate. You need to be specific about the benefits that you provide. If you have specific numbers you can point to, that would be even better. Is the product going to last longer than the others on the market? Is it going to help someone save a significant amount of time? Can it address a specific problem, making it a thing of the past? If you can be clear about the benefits your product provides, your value proposition will be even stronger.

7. Include strong visuals

Finally, do not forget to include strong, relevant visuals. There is a saying that a picture is worth a thousand words, and that is definitely true when it comes to your value proposition. If you have images of your product you can share, you need to include them. If you can include images of someone directly benefiting from the product you provide, that would be even better. If you have text you want to include in the visual, use the text to enhance the picture. You do not want the text to be the focus of the image.

If you can repeat these steps, you can craft a great value proposition for the products and services you have to offer.

Effective value proposition examples

You might be wondering how to craft a unique value proposition for your online store or brick-and-mortar business. There are a few examples from which to choose. Some value proposition examples you might want to draw inspiration from include:

1. Demandwell

One of the first value proposition examples you should take a look at is Demandwell. If you take a look at the website, you will immediately see what they stand for. Their value proposition is “The Future of SEO for B2B SaaS Marketers.” Then, the website proceeds to talk about how you can drive more demand for specific products and services that you have to offer, and they mentioned that they specialize in search engine optimization.

The home page also has a variety of other features you can explore. There is a call to action that you cannot miss, the headlines are very compelling, and they provide social proof that you can explore to learn more about what the company stands for. Given that the company specializes in B2B marketing, it should come as no surprise that they have a very strong value proposition. This is one example that you might want to consider.

2. Unbounce

Another example that you might want to check out is called Unbounce. This is a company that specializes in conversion rate optimization, so they also have a very strong value proposition. When you take a look at the home page, you will immediately see that they focus on building, publishing, and testing landing pages without the requirement of an internal IT department. It is obvious what the company is promoting, and they are saying that they are different because you do not require an internal technology department. They are also highlighting a specific pain point, believing that companies are looking for a way to maximize their digital marketing without having to hire technology professionals.

The homepage also clearly explains how they go through their process. The first step is to build a page, the second step is to publish it, and the third step is to test and optimize it. It is not hard to figure out what they do, and they are clearly targeting a specific market. Therefore, this is another unique value proposition example that you might want to emulate yourself.

3. Target Pickup and Delivery

If you are looking for a more general example, you can also take a closer look at Target. This is one of the biggest retail brands in the world, and they do an exceptional job of hooking their customers. If you take a look at their website, regardless of whether you are doing pick-up or delivery, it is clear what they offer. Some of the highlights from the page that you might see include:

  • Free shipping
  • Next day delivery
  • Easy pickup
  • Contactless experience
  • Save time and money

These are buzzwords that are included in the value proposition to get your attention. Then, they have additional text on the screen that clearly explains the pricing model, why it works, and who it is for. It is difficult for the value proposition for each of their Individual services to be any shorter or clearer. They do not waste your time, they get right to the point, and they are designed to grab your attention as quickly as possible.

These are just a few examples of value propositions that you might want to incorporate into your business model. Do not hesitate to test different types of value propositions to see what works best for your needs. With access to the right tools, you can figure out which value proposition is right for your business.

Incorporate your value propositions into your marketing strategies

Ultimately, these are a few of the most important points that you need to keep in mind regarding your value proposition. Your target market has a shorter attention span than it ever did in the past, and you need to find a way to grab their attention as quickly as possible. With a value proposition, you can clearly explain the benefits of your products and services, focusing on enhancing your brand identity while also generating quality leads. This process can help you expand your footprint in the market.

You might be wondering how you can create the best value proposition for your business. You need to take advantage of all of the tools at your disposal, and that is why you should partner with Mailchimp. Mailchimp provides you with a wide variety of tools that you can use to test various aspects of your digital marketing strategy, including your value proposition. You can figure out what works and what doesn't while saving time during the process. If you want to maximize the value of your go-to-market strategy, you should use Mailchimp tools to craft a strong value proposition that you can incorporate into your digital marketing strategy.

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